PENGARUH PERCEIVED RISK, BRAND IMAGE, INFLUENCE SOCIAL MEDIA, DAN FINANCIAL LITERACY TERHADAP INVESTMENT DECISION EMAS ANTAM DI KALANGAN GENERASI Z
DOI:
https://doi.org/10.31004/joecy.v6i1.6734Keywords:
Brand Image, Financial Literacy, Generation Z, Investment Decision, Perceived Risk, Social Media InfluenceAbstract
Transformasi digital meningkatkan partisipasi Generasi Z dalam investasi emas melalui platform yang mudah diakses, namun keputusan mereka dipengaruhi faktor psikologis dan informasional. Penelitian ini menganalisis pengaruh perceived risk, brand image, dan influence social media terhadap keputusan investasi emas Antam pada Generasi Z Indonesia, dengan financial literacy sebagai variabel moderasi. Menggunakan desain eksplanatori kuantitatif, data dikumpul dari 150 responden Generasi Z aktif berinvestasi digital melalui kuesioner daring berskala Likert 1-5. Analisis Partial Least Square (PLS) via SmartPLS menguji validitas, reliabilitas, efek langsung, dan moderasi melalui bootstrapping. Hasil menunjukkan perceived risk (β=0.258, p=0.012) dan influence social media (β=0.255, p=0.045) berpengaruh signifikan terhadap keputusan investasi, disertai efek langsung financial literacy (β=0.212, p=0.034), sementara brand image tidak signifikan (β=0.129, p=0.115). Financial literacy tidak memoderasi hubungan tersebut. Model menjelaskan 86% variasi (R²=0.860). Temuan mengindikasikan Generasi Z mengutamakan persepsi risiko dan paparan digital daripada citra merek.
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